General Mills, NBC's "Biggest Loser" and Feeding America are collaborating on a weight loss challenge that will deliver a pound of groceries to local food banks for every pound participants knock off.
Consumers who want to participate can register their weight loss goals for the "Pound for Pound Challenge" at http://www.pfpchallenge.com/ or http://www.biggestloser.com/, where they can also make contributions to support the food banks.
"Pound for Pound" lids and seals on specially marked General Mills products can be mailed in, with General Mills donating 10 cents for each one up to $775,000 to Feeding America. Yoplait Light, Cheerios, Total, Fiber One, Green Giant, Valley Fresh Steamers, Chex Mix, Bisquick and Cascadian Farm are among the General Mills brands participating in the initiative.
The lids and seals will be on the General Mills products for a limited time, but consumers have until Dec. 31, to send them in.
"By joining the Challenge, American are helping themselves while helping the one in eight Americans who struggle with hunger," said John Haugen, General Mills vice president of Health and Wellness
NBC's "Biggest Loser" will plug the "Pound for Pound Challenge" on air with the start of its seventh season this month with integrations during the series and updates on the progress of the initiative.
An estimated 130 million Americans are overweight, while 35 million Americans are suffering from the effects of hunger.
© 2009 Penton Media, Inc.